How To Catch the Media’s Attention (In a Good Way!)

In an era where customer experience drives brand loyalty, franchises that focus on meaningful engagement and transparency are standing out for all the right reasons. When it comes to media attention, highlighting innovative strategies, addressing industry pain points and creating campaigns with a strong call to action can make all the difference. 

Midas’s Don’t Put Up With B.S.™ campaign offers a blueprint for franchises looking to resonate with both customers and the media. 1851 Franchise spoke to Lenny Valentino Jr., president and chief operating officer of Midas, for insights into how the brand is redefining customer experience and setting new standards in the automotive service industry.

Address Industry Challenges Head-On

To attract positive media attention, franchises should address common pain points in their industry. Midas’s campaign, for instance, highlights its commitment to tackling bad service in the auto repair sector where transparency and trust have often been lacking.

“Midas continues to innovate and embrace new technologies to provide empowering experiences for customers and help them make informed choices about their vehicle’s care,” said Valentino. “For example, many of our franchise shops have implemented digital vehicle inspections, which gives their customers a digital report straight to their phone and includes pictures and videos, along with explanations and advice on what’s wrong with their vehicle.” 

The campaign is supported by powerful statistics, such as findings that women are twice as likely as men to feel taken advantage of during car care visits. These insights make the campaign relatable and newsworthy as they shed light on a significant industry challenge while showcasing the brand’s efforts to improve customer experiences for all demographics.

Focus on Transparency and Trust

Building trust through transparency is another strategy that can garner positive press. For Midas, this approach includes leveraging technology like digital vehicle inspections, which allow customers to receive visual reports with pictures, videos and expert advice directly on their phones.

“Midas franchisees and their teams have built trust by coaching customers on the best decisions for their cars, letting them know what needs fixing now and what can wait — and then following through with fast, friendly, efficient service,” said Valentino. 

By highlighting these innovations in press releases or interviews, franchises can demonstrate their commitment to enhancing the customer experience, a narrative that media outlets are likely to share.

Empower Franchisees to Tell the Story

Franchises can amplify their campaigns by involving franchisees, who are often the face of the brand in local communities. For example, at Midas’s annual convention, franchisees took a pledge against bad service, reinforcing their shared commitment to providing positive customer experiences.

By positioning franchisees as advocates for the brand’s values, franchises create a human element that can drive local media coverage and showcase the broader impact of their initiatives.

Use Humor and Storytelling to Engage Audiences

Campaigns that pair serious issues with creative storytelling can capture both customer and media attention. Midas’s campaign uses humor to illustrate the bad service customers often experience while inspiring change within the industry. This balance of relatability and innovation makes for a compelling story that appeals to journalists.

The Midas campaign conveys examples of bad service, like being pressured into unnecessary repairs, while showcasing Midas’s commitment to transparency and quality service. Humor, combined with a clear call to action, ensures the message is memorable.

For franchises seeking positive media attention, the key lies in combining innovative solutions, addressing customer pain points and amplifying those efforts through storytelling. Midas’s Don’t Put Up With B.S.™ campaign serves as a strong example of how addressing industry challenges, embracing technology, and empowering franchisees can turn a brand’s mission into a compelling media narrative. By taking similar steps, other franchises can establish themselves as leaders in their industries while earning the trust of both customers and the press.

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